Instagram’s luxury alchemy: unveiling influencer sorcery in elevating perceived product quality for high-end brands

Purpose This study investigates the influences of brands, sources and congruence on perceived product quality, as well as the role of content creator types in Instagram influencer marketing for luxury brands. Design/methodology/approach The samples consisted of Instagram users who follow content creators who posted about luxury brands. A survey instrument was used to collect data from 916 respondents who were of working age (22–55 years old). Findings The analysis showed acceptable fits for both measurement and structural models. The results reveal the positive effect of luxury brand identity on content attributes, which influence both content creator-product fit and perceived product quality and the direct influence of fit on perceived quality. Perceived uniqueness acts as a negative driver. Practical implications The findings of this study guide luxury brand marketers in choosing peers and influencers, selecting appropriate content creators and emphasizing effective content attributes. Originality/value This study identifies novel antecedents for perceived quality, a part of brand equity, including drivers and obstacles. It also explores the impact of content creator types, such as friends and/or acquaintances, compared to influencers and/or celebrities, offering insights beyond previous research.